Time

Session Title

Speaker/Presenter

9.30

Registration

Market place, networking and coffee on arrival

10.00

Welcome and introduction to the day

Jennifer Smith, Plunkett Foundation

10.10

Panel insight

Representatives from the world of community shops and farmers’ markets across the UK offer their views and challenges on connecting with customers and communities

James Graham, SAOS (Scottish Agricultural Organisation Society)

David Isgrove, Moseley Farmers Market

Helen Seymour, Headingley Farmers Market

Abi Johnson, Sandford-on-Thames Talking Shop

Sue Ransley, Kirdford Village Stores

10.40

The customers’ view of local food

The latest research results on what shoppers think – what they love about local food and what could be even better

Ceinwen Lally, Plunkett Foundation

Sue Thomson, Plunkett Foundation/FARMA

Claire Tyrell-Williams, SPA Future Thinking

Gitte Dawson, The Galleries Shop and Café

11.20             

Coffee / Tea

Market place and networking

11.40

Workshop session 1 (see over)

12.30

Local Food Lunch

Market place and networking

1.30

Who are our customers and where do we find more of them? 

An insight into customer behaviour using the same techniques as the big supermarkets.   Who buys local food, and how can this knowledge help us to find new customers?

Denise Ault, Plunkett Foundation

Claire Tyrell-Williams, SPA Future Thinking

David Isgrove, Moseley Farmers Market

2.15

Workshop session 2 (see over)

3.00

Panel discussion

A review of the day and discussion of ideas and learning.  What should we do differently in the future?

Panel as morning session

3.30

Coffee / Tea

A final opportunity for networking

Session 1 - Morning

1. Displays that sell more

Ellie Kidson (Metamorphosis - training and development solutions for independent retailers)

You have just a few seconds to persuade people to stop and shop.  People shop with their eyes and this workshop is a practical session looking at what works and what doesn’t. Adopting some simple, key principles can make all the difference - come and find out how to do it for yourself.

2. Farmers’ markets – is once a month enough?

Gareth Jones (FARMA), June Small (Taunton Farmers’ Market), Andy Offer (Hereford Farmers’ Market) 

The Making Local Food Work programme has worked with farmers’ markets that want to increase their frequency, and we have some interesting insights to share.    Will customers and producers support the change?  What will be the impact on neighbouring markets?  Discuss how to weigh up the pros and cons, and what you need to do to make it work.

3. Make it easy, make it enjoyable

Ceinwen Lally (Plunkett),  Geoffrey Todd (Deddington Farmers’ Market)

Shoppers hate the wonky trolley wheels and stress of supermarket shopping – but we have something very different to offer! During this session we will explore what our research has told us about the service expected as standard, and how to make the whole experience a pleasure and not a chore.

4. What can you do for your community and what can they do for you?

Dick Moules (Humshough Village Shop) Helen Seymour (Headingley Farmers’ Market)

Your community is your most valuable asset! Find out how you can position yourself at its centre.  Real life examples from a Community- Owned Shop and a Farmers Market on how to do this and the rewards you can reap.

Session 2 - Afternoon

5. Creating customer confidence

Ceinwen  Lally (Plunkett Foundation), Sue Thomson (Plunkett/FARMA), Jane Stammers (Country Markets)

Big brands spend millions developing customer trust, but some customers are unsure what to expect from a local food retailer.  We will examine the simple, basic messages which work to inform and reassure customers and make them feel comfortable.  Understand how to maximise customer confidence using what you already have - without spending a fortune.

6. Using customer profiling to find new customers  

Denise Ault (Plunkett Foundation), David Isgrove (Moseley Farmers’ Market)

Our research helps to identify the groups most likely to buy local food. Come and find out more about these people – who they are, what they like, where they live, and how to find more of them. We will also look at ways to target your effort – what to say and how to say it.

 7. Managing volunteers – making the most of a valuable resource

Becky Unsworth, (Plunkett Foundation), Dick Moules (Humshough Village Shop)

The value of volunteers simply cannot be underestimated, but why do people volunteer and what makes them stop? Come along to explore and discuss how best to recruit, manage and motivate volunteers, share ideas and good practice and take away some practical tools.

8. Social Media – How to reach 1000’s in seconds!

Michael Lough (Blue Wren - marketing and web development consultancy)

An overview of what’s out there - including Twitter and Facebook - how to use it and most importantly, why!  Includes a clinic to enable you to discuss your issues with the experts.